I took a one-hour flight over the weekend and ended up talking to a smart business owner — she has a bakery in a small town in Oregon — who doesn’t have any Web presence.
What’s really cool is that her business, as she described it, is doing just fine. She makes a good living, it’s in a small town she loves, she knows all of her customers, and she enjoys her days. She loves the actual work. She enjoys the baking and she enjoys the interaction in the shop.
She is online, but in her own way. She has personal email and uses it often to keep in touch with grown children and grandchildren.
So, what do you think? Does she need to start a blog? Should she be announcing daily specials on Twitter? Should she have a Facebook account? Should she be apologizing to me (sort of) as we talk on the plane because she doesn’t do any of that stuff?
I don’t think so.
Sure, I do see that the online world provides a great leveler, a wonderful opportunity for even the smallest business to share and validate expertise and build a reputation. I’ve known some and read about many businesses that do very well in online reputation and social media. Still, let’s not assume that everybody has to follow the same path. Are there additional opportunities for my bakery friend? Sure. Is she crazy to just do what she’s doing? What do you think?
(Image: DUSAN ZIDAR/Shutterstock)